oEmpirical (observable)oMeasurable←Standards of a “good theory”•Scope-Explanation of dataoDetails an event/behavioroDraws order out of chaosoExplains why something happens•Testability-Prediction of future eventsoForecasts what will happenoPossible when we can see, hear, touch, taste, & smell•Parsimonious-Relative simplicityoEasy to understand (efficient) oWe will accept the simpler version of two plausible explanations•Practical UtilityoReal-world applicationoOffers practical helpoCan be applied to many•Heuristic provocativenessoSpurs more research & thought/discussion among scholars/researchersoGenerates revisions/extensions of the theory←World View Two (WVII)- Interpretive- The subjective humanist

←Characteristics•Epistemology- ways of knowingoTruth is open to interpretationoMultiple explanations are acceptedoTruth is created•Human natureoFree willoHumans act voluntarilyoHumans have a choice•ValueoEmancipationoValue ladenoEmotion and reason are interdependent•Purpose of theoryoCreate meaningoInterpretationoUnique experience•Research methodsoQualitativeoEthnography, textual analysis←Standards of a “good theory”

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•New understanding of peopleoOffers fresh insight into human conditionoA different way of looking at people•Clarification of valuesoTheorist offers ethical stanceoNOT emotion free•Aesthetic appealoEmbodies artistryoForm is important as content•Community of agreementoSupport generated from like-minded scholarsoEstablishes the validity of the theory in the field•Reform of societyoGenerates CHANGEoChallenges existing assumptions about culture and generates fresh alternatives to those assumptions←←Elaboration Likelihood Model (ELM)- Petty & Cacioppo←Two Assumptions•People are motivated to hold correct attitudes•People are not always willing to expend cognitive effort←Two routes to persuasion

•Central route (thinking hard, elaborating)•Peripheral route (being lazy, short cut)←Two main determinants of elaboration•MotivationoWe are exposed to so many persuasive messages that we would experience

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